He beamed while showing off the new American Dental Association seal on his products' packaging.

“We're hyper, hyper passionate,” said Dubitsky, who was born in Chicago. “It's a really big category that's been owned by a couple of folks.”

It's a market expected to grow 11 percent over a five-year period through 2018 to $8.4 billion, according to research firm Euromonitor International — and to thereby continue to draw innovators.

“The difference between a visionary and innovator is that the innovators are able to see an idea and bring it to life and turn it into a sustainable business,” Dubitsky said. “That's the magic, creating things that people can fall in love with. I think there's no such thing as a boring category. There's just boring execution. A lot of people don't give these categories credit for being able to elicit that sort of emotion.”

Dubitsky is looking for a bigger piece with the launch of a new toothpaste flavor — Peach Mango Mint, available only at Target. It joins the Pink Grapefruit Mint, Mojito Mint and Supermint flavors the company launched with in 2012.

“I get inspiration from a lot of places," he said. "If you walk around the aisles of your favorite store — it can be a Target or Whole Foods or your favorite bodega or go to a restaurant that isn't a fast food restaurant — you will see flavor profiles are being pushed everywhere on every category. Yet, in oral care, there really hasn't been a whole lot of change in a very long time."

Hello Products also is introducing a line of toothpaste for kids in Bubble Gum, Green Apple and Blue Raspberry flavors.

Dubitsky has a history of success with transformational brands.

He was a co-founder of EOS, Evolution of Smooth, best known for making lip balm, and a founding board member of Method cleaning products.

“All I do is dream of design and products and flavors," he said.

His company was among those vying for the attention of 30,000 dentists and dental professionals attending the meeting, among the most high-profile gatherings in the field.

Among innovations on display at the three-day event, which wrapped Saturday:

• Convergent Dental demoed its Solea carbon dioxide dental laser, a computer-assisted device that eliminates the sounds, sensations and shots associated with traditional drilling. Makers said the laser, used on hard and soft tissue, is faster as well.